Dunkin' Donuts 2015 Annual Report Download - page 5

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FOURTH, we will drive results by being a leader in
the use of digital technology. Already a leader in the
QSR space in the use of digital technology, we took that
commitment to a new level in 2015, as evidenced by the
launch of our mobile ordering and delivery tests. Also
for the year we had more than 16 million downloads of
the Dunkin’ Donuts app, and Perks, our best-in-class
loyalty program, grew to include 4.3 million members in
only its second year of existence. Our use of technology
is not only making our restaurants more accessible to
customers and fostering guest loyalty, it is also providing
us with rich customer behavior data that is a major
competitive advantage to us.
FIFTH, we will continue to improve the restaurant
experience by focusing on the basics, such as order
accuracy and friendly service. We will also continue
to play up our competitive advantages, including the
fact that all our beverages and sandwiches can be
customized, our unparalleled speed of service, our
all-day menu oerings and the fact that our drip coee
is made fresh every 18 minutes. We will also continue to
evolve the look of our restaurants.
THIRD, we are implementing targeted value and smart
pricing. Our guests have plenty of options from which to
get their morning coee and afternoon pick-me-up. In
such a tough competitive environment, guests are letting
us know that the price/value equation needs to work for
them. As a result, we are working with our franchisees to
make smarter decisions around pricing, and to selectively
oer low-priced value promotions, which, when done
correctly, drive restaurant trac and deliver strong
attachment sales.
It will take some time to see results from this 5-part plan,
but we’re confident in the work we’re doing to turn things
around; we’re confident in our strategic growth plan; and
we’re confident in the power of the Dunkin’ Donuts brand.
430 net new
Dunkin’ Donuts units*
3rd consecutive year of
5% plus store growth rate
Long-term goal of 17,000+
Dunkin’ Donuts in U.S.
*Excluding the closing of 81 Speedway self-serve coffee stations.